Retail expert Dev Dhillon is launching a new company that develops products specially designed for the convenience sector.
The business, called The Convenient Cube, sees Dhillon and independent retailers in the UK & Ireland collaborate on the development of new fmcg products aimed at convenience stores.
Dhillon told The Grocer that he shares ideas with retailers that have been inspired by other markets, particularly in South Korea and Japan, where he found “exciting, unique, and experiential” products that “weren’t finding a way into the UK”.
“There are some great brands and suppliers driving innovation in the UK, but very little is truly tailored to the convenience sector and what retailers actually need,” Dhillon said.
“On top of that, new brands often struggle to scale because the market is saturated with constant NPD. What’s missing is a focused approach, especially one that taps into the Gen Z consumer, a key demographic that retailers are actively trying to bring into their stores.”
Dhillon said The Convenient Cube’s USP was the convenience retailers it worked with which were “fundamental” in supporting the venture, including Sewell Group, Fresh & Proper and Bradleys Supermarkets.
“What sets us apart is that we don’t just rely on consumer insight or a good idea to build a finished product and then pitch it to retailers, hoping they’ll list it,” he said. “Instead, we bring retailers in early, sharing the concept upfront and shaping everything from the brand to the in-store experience together. That way, we create stronger products with a built-in route to market.”
Dhillon said the first product it is launching was in the final stages of development, with plans to hit stores in Q3 2025. He could not reveal the full details of the product yet, but explained it was a beverage that came in four variants and was targeted to Gen Z.
It has been developed in partnership with food and beverage consultant Tastehead. The Convenient Cube is also finalising distribution agreements with two wholesalers across the UK.
Fresh & Proper MD Joshua James said: “It’s exciting for us to team up with The Convenient Cube to shape the products they are developing. We need innovation that attracts Gen Z and Alpha to our stores, but with our operational and commercial goals front and centre.”
Dhillon added: “Our entire mindset and approach is built around the “convenient retail” sector, whether that’s convenience stores, coffee shops, cinemas, or any setting where ease and speed are central to the customer journey. We focus on creating exciting, shareable experiences that not only delight consumers but also drive strong margins for our partners.”
Dhillon has held roles including head of promotions at Spar, retail director at Compass Group and retail COO at Sodexo. He has also acted as a retail consultant. His family used to also run a convenience store.
The Convenient Cube is a privately funded venture backed by US investors and convenience retail industry expert Scott Annan.
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